Greseli de PR – punctul dupa titlu si titlul-kilometru
E final de an si final de activitate. Toata lumea se pregateste de sarbatoare.
Tocmai de aceea anunt asa: am creat categoria speciala dedicata greselilor din PR. Si am pregatit si o lista cu elementele identificate pana acum.
Am inceput cu comunicatul de presa. Insemnarea de astazi se opreste asupra aceleiasi teme – dar sub aspecte diferite.
Nu se pune punct dupa titlu! Nici nu inteleg de ce e cazul sa scriu aici un lucru atat de banal. E un fapt care ar trebui sa fie de la sine inteles. O regula pe care o invatam de mici, din scoala primara! Iar ca PR-i – care se vor si experti/profesionisti etc. – e inadmisibil sa pui “.” dupa titlu de tipul “Compania Q are un nou website.”. De ce scriu atunci – daca tot zic ca e un lucru tip “lmc” (la mintea cocosului)? Intrucat la PRwave primim o sumedenie de comunicate si multe cu punct dupa titlu. Iar asemenea comunicate vin si de la firme/agentii mari si de la nume mai putin cunoscute.
O regula generala este in fapt aceea ca dupa titlu nu se pun semne de punctuatie. Pot aparea evident exceptii – un semn de exclamare sau intrebare – dar numai in cazuri in care se justifica. Altfel se ajunge la risipa si totul e o exclamare, o ridicare de glas si mai ales o impunere.
S daca tot vorbim de titluri – fara a intra in elementele la fel de gasit in orice lucrare sau articol pe Internet legat de cum sa ai un titlu de impact – ar trebui sa adaug un lucru: renuntati la titlurile kilometrice.
Incercati titlurile cu impact si un prim paragraf explicativ foarte bun si atractiv. Titlul este o sinteza – dar in acelasi timp un element ce atrage. Pe de alta parte daca titlul este o intreaga propozitie – de ce as mai citi comunicatul? Veti spune poate ca jurnalistii isi pun oricum alte titluri si ca un titlu lung le ofera reprezentantilor presei o imagine de ansamblu cu privire la informatia din comunicat.
O sa va contrazic cu un exemplu personal: am promovat anul trecut o carte a unui autor de thrillere. Romanul avea in centru o femeie romanca, evreica iar actiunea se petrecea intr-un razboi mondial, la Athenee Palace. Autorul este cunoscut si apreciat la nivel international, cartea fiind in sine un bestseller mondial. Ei bine, am ales un titlu sugestiv: “O romanca de poveste in romanul lui Colin Falconer“. Aveam si un subtitlu: “Bestseller international acum si in Romania”. Ei bine, in afara de Romania libera care a venit cu un titlu propriu (poveste de dragoste la Athenee Palace”, celelalte publicatii – online sau presa scrisa – au utilizat ideea de baza: O romanca de poveste in romanul…
Concluzie: tineti cont pe cat se poate de toate elementele care va pot asigura preluarea materialelor de catre jurnalisti.
La anul ne auzim cu alte elemente ce tin de PR si de greseli. Pana atunci, alte subiecte la fel de interesante.
Insemnari similare
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Pai e normal ca titlul sa fie scurt si informativ ( deasta se numeste titlu 🙂 ) si punctul este degeaba. Dar cum multe din articole sunt scrise pe fuga si doar pentru anumite chestii gen Seo atunci multi fac bulk content 😉